"Brand Atlas" is the world''s first definitive compendium of
diagrams and process maps about branding, marketing and design.
This resource features dozens of full color diagrams that will
accelerate the understanding of core concepts and help readers
navigate complex theories and best practices.
關於作者：
Alina Wheeler is a branding consultant and author of Designing
Brand Identity Wiley, the bestselling global resource for
businesses and nonprofits. Her business is managing perception; her
service is strategic imagination and her passion is brand. She was
advisory council member for The Dictionary of Brand, edited by
Marty Neumeier, along with Seth Godin, Al Ries, and Tom Kelley.
Joel Katz is an information designer and a global authority on the
visualization of complex information. He lectures internationally
and is a Fellow of the American Academy in Rome 2003. A graduate
of Yale College and the Yale School of Art in graphic design, he
teaches information design at The University of the Arts and
Philadelphia University.
目錄：
Dynamics
Brand Landscape Global Sourcing
Speed Design Thinking
Word of Mouth
Conversation
Interconnected
Open Source
Social Networks
Experience
Passion
Transparency
The Cloud
Sustainability
Mobility
Crowdsourcing
Free
Placemaking
Choice
Intelligence
Brand Basics Brand as Identity
Vision
Needs and Desire
Touchpoints
Purpose
Spirit and Soul
Perception
Authenticity
Positioning
Stakeholders
Big Idea
Brand as Asset
Brand Extensions
Brand Alignment
Brand Architecture
Recognition
Trademarks
Drive
Brand Management Names
Good and Different
Branding
Simplicity
Culture
Collaboration
Time Management
Competencies
Insight
Focus
Customer Service
Customer-centric
Growth
Metrics
Fight or Flight
Onliness Exercise
Perceptual Mapping
SWOT Exercise
Flow
Details
Brand Questions
Project Management
Brand Decisions
Branding Process
Big Idea Process
Bibliography
Credits
Index
Gratitude Authors'' Reflections
Diagram Matrix
About the Authors
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